Media specialists Katrina Wood, CEO of MediaXchange Ltd. and Brian Seth Hurst, CEO of The Opportunity Management Company (TOMC) are partnering together for the launch of a new TOMC service entitled the Rapid Cross Media Initiative (RCMI). Together, the two companies join forces to provide MediaXchange's top international broadcast clients with unique access to TOMC's expertise in the digital media field. The first RCMI took place in Stockholm on 20-21. September.

Designed specifically for broadcasters, networks and content rights holders, the Rapid Cross Media Initiative is an intensive two day program dedicated to charting-out the necessary steps required to create a strong strategic foundation for the cross media journey a company faces when taking their programming or brand to new entertainment media spaces. The RCMI is designed to address today's key issues with which many top entertainment executives consistently confront.

"We have been looking for the right partnership to provide this important service to our television clients," said Wood. "The constant change in the media environment requires that broadcasters and producers have the optimal understanding of the most effective ways to reach today's audiences. Both Brian and I see this as a unique chance for executives in the key companies, from around the world, to understand and access these rapidly expanding opportunities."

"Most media and content companies today are reacting rather than responding to the changes taking place in our industries," said Hurst. "They are throwing content on to new devices and platforms because they believe they need to be there without giving any thought to creating a strategy or sound business model that includes value for their audiences. This initiative is designed to provide these decision makers with the information they need to be in a solid position to make the most out of these new technology and distribution channels. Executives will gain the wisdom they need to exploit the right platforms and will be able to accurately evaluate and make the most of the trends in audience behavior."

During the two-days, senior strategists from The Opportunity Management Company will meet exclusively with a selected European company's top-tier management executives, brought together through MediaXchange, to construct brand specific solutions that are relative to a diversity of important topics. The group will focus on discussing content distribution and technology (new platforms and devices) cross-media promotion, marketing and, of course, revenue generation. Also included are valuable brainstorming sessions which will establish processes the client company can use again and again to evaluate specific opportunities in the ever changing media landscape. The RCMI's goal is to leave a company better informed and in a better position to determine its own future being at the source of its own strategy rather than at the effect of everyone else's.